Selangor, Malaysia





Job ID


BE A PART OF A REVOLUTIONARY CHANGE At PMI, we’ve chosen to do something incredible. We’re totally transforming our business and building our future on one clear purpose – to deliver a smoke-free future. With huge change, comes huge opportunity. So, wherever you join us, you’ll enjoy the freedom to dream up and deliver better brighter solutions and the space to move your career forward in endlessly different directions. Digital at PMI is dynamic, diverse, and disruptive. Join us and you can bring new ideas to life in a truly global function at the creative core of our business. As a CRM & Social Media Lead, your key focus is to execute the local CRM operations, to increase customer retention, conversion to IQOS, and brand advocacy you will deliver all this and more by optimizing our CRM programs, journeys & campaigns. You will achieve this through effective planning and delivery of data driven, multi-channel eCRM strategies and communications, planning and developing contents and assets aligned with our strategy, the target audience(s) and the delivery platform / formats. To deliver a world class customer experience whilst maximizing opportunities to drive sales across our E-Commerce websites and in-store, increasing frequency of purchase, Loyalty and NPS, and triggering referral behaviours through CRM. He/she also will be responsible for monitoring social channels including but not limited to FB, IG, YT, Telegram and analyzing social media performance. He/she will also work closely with the other teams and stakeholders to ensure consistency in brand messaging and to align social media efforts with broader marketing objectives. YOUR ‘DAY TO DAY’ CRM Campaign Deployment: • Define, plan, develop and deliver optimization strategies for our core CRM journeys and campaigns based on data • Create and manage CRM project tickets and briefs. • Collaborating with cross-functional teams to gather project requirements and objectives • Ensuring that project briefs are clear, detailed, and aligned with business goals • Managing the end-to-end process of campaign deployment within the CRM system with the setup by agency • Ensuring campaigns are properly configured, scheduled, and executed by working closely with the agency • Monitoring campaign performance and optimizing based on KPIs and feedback. Segmentation and Criteria Development: • Leading the development of customer segmentation strategies based on data analysis. • Defining criteria for audience targeting to personalize campaigns. • Collaborating with data analysts to refine segmentation models and improve targeting accuracy. CRM Data Management: • Overseeing data hygiene and accuracy within the CRM database. • Identifying data quality issues and working to resolve them by collaborating with IT or data teams. Data Analysis and Insights: • Conducting in-depth data analysis from campaigns to uncover actionable insights about customer behavior, preferences, and trends. • Using data-driven findings to refine customer segmentation strategies, audience targeting criteria, campaign/journey setup and content enhancement • Continuously monitoring and evaluating CRM performance metrics to identify areas for improvement. Reporting and Performance Optimization: • Generating regular, detailed reports on CRM campaign performance from different data sources (including Google Analytics, Power BI, Salesforce Marketing cloud) • Collaborating with cross-functional teams to share insights and recommendations for optimizing CRM strategies. • Tracking key performance indicators (KPIs) and adjusting CRM initiatives based on data-driven insights. Social Media • Manage all social channels and communications strategies on platforms but not limiting to Facebook, Instagram, Telegram and YouTube. • Monitoring social media trends and analysing channels performance for continuous improvement. • Translating consumer insights and trends into compelling campaign ideas that focusing on reach and engagement • Monitor key performance metrics (eg: reach, engagement, conversion) across social media platforms and provide insights and areas for improvement. • Work closely with the other stakeholders to ensure consistency in brand messaging and to align social media efforts with broader marketing objectives • Utilize social listening tools and track social media platforms for mentions and conversations related to our brand, then analyze them for insights to discover opportunities to act. • Using data-driven insights to generate reports that provide insights and areas for improvement • Work closely and managing agencies for social media management and campaign implementation WHO WE’RE LOOKING FOR • Minimum 8 years of proven experience & understanding of CRM & Social Media strategy & operations • A proven background in managing CRM programs and social media platforms in earned digital media channels / content / loyalty & retention / advocacy & referral - gained within an agency or client side. • Demonstrable knowledge and experience delivering digital implementation and innovation in Digital Earned Media, including eCRM, Data / Insight, Retention, Advocacy, Referral. • Proficient English (verbal and written) a must • Deep hands-on knowledge of Salesforce Marketing Cloud • Experience with Sprinklr and social media management tool is an added advantage • Strong expertise in A/B and other testing methods inc. use of Einstein Analytics, Path Optimizer and other relevant SFMC functionalities • Ability to read and implement learnings from Google Analytics, Power BI and other analytics tools • Display in-depth knowledge and understanding of social media platforms and trends • Able to write grammatically clean English and Bahasa Malaysia for multiple formats • Self-motivated and comfortable in a fast-moving organization. • Collaborative and able to communicate comfortably with local/global stakeholders